About Us

Rule 28 About Us


Founded in 2017, Rule 28 is a sportswear brand on a mission to provide the very best in high performance cycling and triathlon apparel. Whilst our aim is simple to explain, it is challenging to achieve. Each Rule 28 product is extensively tested and refined to ensure it offers world-beating performance. Rather than using the fabrics relied upon by most brands, we custom-make many of our technical textiles in house. Cycling and triathlon are sports flooded with bold claims about product performance despite little evidence. We aim to be as transparent as possible so you can trust that Rule 28 kit will provide an unfair advantage.

In early 2017 we launched with just 4 pairs of Aero Socks - the first of their kind. These were worn by Team KGF, later HUUB-Wattbike, as they shook up track cycling with their novel team pursuit approach. Demand for the socks led to initial pre-order runs selling out before officially hitting the shelves, a pattern that continued for 18 months. By the end of 2018, we finally found partners able to match our need for precision and quality when producing highly technical garments. Over the next 2 years we expanded our range to complete race and training collections.

Rule 28 is headquartered in London, UK, where we design all products with passion, care and attention to detail. Testing takes place at the world-leading Silverstone Sports Engineering Hub and on the roads of London and surroundings.

Our goal is to continuously improve the performance of our kit and broaden our product range. We hope you love Rule 28 as much as we do, and that our gear helps you achieve your personal best, as it does for many top professional riders.